PETCO sent an email introducing a multi-day Scavenger Hunt. The hunt leads you through their facebook, twitter and blog pages, getting subscribers to follow them and familiarizing them with the content found on those pages. The hunt is loaded with incentives for the subscriber - play and you could win gift cards! How creative and fun!
My only gripes:
1) Timing
The email was sent on a Sunday and the first step of the scavenger hunt was for Sunday only. For those who didn't check their email that day, they lost out on the first opportunity to play. A) One solution would be to send out an introductory email with an overview of how the Scavenger Hunt will work and when it will begin. B) Another idea would be to make each step of the scavenger hunt span a week (rather than one-per-day). This would spread out the email reminders and would give the subscribers additional time to play on their schedule.
2) Segmented Email Series
So far I've only received one email - I'm anxious to see if I'll get more. If made into a series, I suggest announcing last week's winner in each email to entice subscribers to be the next big winner. I also caution against sending too many emails to subscribers that aren't interested. I would only continue to send the series to those who click on any of the first 3 emails.
3) Best Practices: HTML copy
HTML text would have been great on the hunt portion of the email. Nice job using it at the top though!
Overall, I love this concept - what a fun way to get your fan-base accustomed to using your social networks and grow your social subscriber base!
From: The Container Store
Subject Line: Have a summer camper? Send them packing in organized style
Date: Wednesday, May 12, 2010
When you think about summer shopping, The Container Store probably isn't the first destination that jumps to mind. This email is an awesome example of a brand finding ways to stay relevant to the summer season without offering bathing suits or vacation packages. Their tips for campers add value for the subscriber beyond the products and carve out a place for The Container Store in a parent's mental catalog of summer resources. In addition, summer is the perfect time to try out fun and risky layouts like this one - people are looking for fresh stuff and more open to your brand's playful side.
From: Patagonia Subject Line: A candid look at production practices Date: Monday, May 10, 2010
From: Patagonia Microsite: The Footprint Chronicles
I'm really impressed by Patagonia's "The Footprint Chronicles" email and corresponding microsite. Patagonia takes a candid look at working conditions for people who build their products, sustainability, quality, and social and environmental responsibility.
The email and microsite show the environmental footprints of their products. Each product has a map that shows where the materials are from, where the products are made and shipped to. Patagonia also lists "the good" and "the bad" about their products and materials, as well as what they think about the overall footprint for that product.
I like that Patagonia not only highlights their effort to be environmentally and socially responsible, but shows the challenges they face in doing so and what they're doing to overcome them. I'm usually inclined to buy something if it looks good and the price is right, but now, I'll be more conscious of the overall impact clothing has on the world. Thank you, Patagonia, for the enlightenment!
From: giggle
Subject Line: more than just good looks
Date: Wednesday, May 5, 2010
Giggle does such consistently strong work with their email creative that I just wanted to give them a shoutout. While the color scheme on this one seems a little wonky (to my non-designer eyes - and probably because of the color of the stroller), their copy nails it. From the subject line to the headlines on their submessage three-pack, the copy is fun, playful and professional, and it all sounds like stuff you might hear one hip mom say to another while sipping lattes at the playground.
They use their submessages to offer stuff that could make the stroller in the hero even better. In past emails, I've even seen them show step-by-step instructions on stroller folding...which can be tricky (as a former nanny and user of many strollers, I confess that more than one stroller has outsmarted me).
Almost always, giggle's clean designs, clever copy and knack for tying their messages into one cohesive story makes their products seem like must-haves. Keep it up, giggle.
From: west elm Subject Line: Tips for decorating with confidence Date: Friday, May 7, 2010
I love that this email was not about the hard-sell, but instead provided helpful designing tips to subscribers. If you can inspire your subscribers to imagine how your product can benefit them, your job of selling will be a lot easier.
The tips were short and to the point, which was great. To inspire click-through, the email showed a teaser of three tips and provided a link to see all ten. The actual design of the email was also nice and light and had great flow.
The landing page also tied in nicely with the email design. One thing the landing page could have used: rollovers on the room images with product names/prices and the ability to link to those products.
From: French Connection Subject Line: Introducing the man Date: Monday, February 15, 2010
I'm not sure if anyone else has seen the new French Connection campaign, "This is the Man" or "This is the Woman?" Well, I can't seem to get away from it. It's constantly interrupting my music compilations on Spotify with 10 second online ads. Had a catalogue delivered? I see it on the tube, when I walk past the local store and have been receiving weekly emails. These guys know what they are doing. I would strongly advise everyone to sign up. They not only look really cool, but they engage with the customer, constantly driving them to the site and making it interesting and relevant.
The use of a scruffy looking and ungroomed guy wearing really crisp modern clothes makes for some interesting black and white photography. By telling us the story of "This is the man," using an over the top French accent, French Connection has managed to deliver one of the most intriguing and coolest campaigns I have seen for quite some time. I almost don't want to say too much about it and let you decide for yourself.
From: Moosejaw Subject Line: I wouldn't look at this New Footwear email. We had to rush it. Date: Thursday, March 25, 2010
I can't even handle how funny Moosejaw's emails are. While the design isn't always the greatest, the copy is cheeky and fun. The subject line for this email sucked me in. "I wouldn't look at this New Footwear email. We had to rush it." When someone tells you not to look at something, what do you do? You look at it, of course! I had to open up the email and check out what was inside.
The email itself had some pretty outrageous copy for email standards. I found myself reading every single line of copy, just to see what they were going to say next.
Some of my favorites:
"Scroll down...or don't"
"Forward this email to a friend or enemy"
"Voted best Rewards Program by my mom"
Half of the email isn't even about a product at all - it's a fabricated story on how the staff spent their spring equinox! Moosejaw's emails are refreshing and stand out against the status quo that's in my inbox. I find myself anxiously waiting for their next email. How many email campaigns can you say that about?
From: Victoria's Secret Subject Line: This Just In - New Savings on 40+ Bra Top Dresses. Plus, Free Shipping. Details Inside. Date: Wednesday, March 24, 2010
I must be getting older, because I find reading emails getting harder and harder. The use of light grey font to "de-prioritize" content you don't really want to call attention to always makes me wonder what is being hidden from me. Seldom does this inspire action; this treatment is an engagement preventer. Now, I understand wanting the main offer and body of the message to be where the eye is drawn, but I question whether it really makes sense to hide links with this treatment. Let's look at all the links with this treatment in this recent VS email:
View on mobile or web browser
Catalogue Quick Order
Forward to a Friend
Find a Store
Angel Credit Card
Order Status
1-800 Phone Number
Facebook Social Share
Unsubscribe (shame shame shame)
I would think most marketers would want readers to take action on links like these, not prevent action. To be fair, they aren't really hidden, they are just hard to see. By utilizing the light grey fonts on all the links listed above, what VS is telling me is, "please don't click these." I wonder if it wouldn't have made more sense to take them out all together rather than make them hard to find. The one I really have the problem with is obvious, you should never make the unsubscribe link hard to find, or your readers might instead use the dreaded "report as spam" button.
From: west elm Subject Line: west elm is... Date: Thursday, March 25, 2010 3:20 AM
I hadn't opened a west elm email in a while. This one hit my inbox this morning, and the Subject Line inspired an open. The phrase "west elm is..." invokes a certain sense of curiosity. What's the big news?
I wonder whether this email was sent to west elm's entire audience, simply as a brand differentiation reminder, or whether it was sent specifically to me, "the unengaged," as a reminder as to why I might want to re-think my relationship with west elm. Following on from the smart subject line, we read the clever headline, "what makes us we?", which is part literal (the "w" and "e" in "we" being west elm's initials) and part philosophical koan, reaching into west elm's asian style influence.
I have but one hang-up, and it has to do with parts of speech:
west elm is STYLISH. Check.
west elm is MODERN. Check.
west elm is SIMPLE. Check.
west elm is... VALUE? The switch from adjective to noun here is tough for me. I understand, though, that value messaging is very important "in these degenerate times", and I honestly can't think of an adjective substitute that would fit this situation.
Any suggestions? I think we could all use some help with innovative new ways to deliver the value message.
From: Fandango Subject Line: Oscar winners and losers Date: Monday, March 8 2010
I received this message the day after the Oscars, so if you haven't heard anything yet about the winners, losers or the actress with the worst dress (what was she thinking?!), no worries - Fandango has all the Oscar buzz you need to know.
The Oscars are long over but this email still sticks out for me. I think the best feature in this message is the hero with the sealed envelope. I really like that Fandango has taken on the Oscar tradition of announcing the winners in this way, there are no spoiler alerts or in-your-face photographs with the happy winners. It doesn't feel like a tabloid and it carries on the elegance of everything "Oscar." If you haven't heard anything about who won, you can simply click, let the anticipation build and see the results.
My only disappointment is the subject line. I think it's pretty boring, even though all of the information I need to know about this email is right there. I would've been even more excited to open this email if the subject line was as intriguing as the headline.
Did you know that more and more retailers are simply clicking the Spam button to unsubscribe from email lists? Not a good trend for the health of our email programs, by any means. So what's a retailer to do? Read the latest report from Chad White. Highlighting examples of the good, the bad and the downright ugly, this in-depth study will help you whip your opt-out process into shape. It examines the unsubscribe experiences at 100 top online retailers - covering everything from unsubscribe instructions in emails, to opt-out page components and confirmations, to the honoring of unsubscribe requests.
From: Anthropologie Subject Line: Rooms with a view Date: Saturday, March 20, 2010
Leave it to Anthropologie to come up with this quirky, fresh and unexpected design. It's like a breath of fresh spring air delivered directly to my inbox. I absolutely LOVE how the products pop off the cardboard backgrounds in the hero. That said, there are a few tweaky things that stick out to me. The shop links are perfectly placed albeit they're not the strongest calls-to-action. IMHO, clear and direct would have been a better way to go. The soft language and style of the links make them appear as part of the editorial copy vs. shop now entry points.
I'm a fan of the "papered planes" secondary message because it's really clean and a nice complement to the busy hero. (Notice the clear and direct CTA: Shop Wallpaper. That's what I think would have worked better in the hero). But the layer-cake effect with the bottom messages feels disconnected from the hero, even though the headline is "Home in 4 Levels".
The landing page goes for a "shop this room" approach that groups bedding, furniture, lighting and curtains together so you can literally select all the items in that room that you like. I guess it would have been cool to see that approach translated into email somehow vs. going with the looooong scrolling design.
From: Virgin America Subject Line: Next up: Orlando Date: Thursday, March 18, 2010
There are so many things I love about this email. Let's start with the subject line, Next up: Orlando. In just three words, Virgin America has told me that they've added a new route as well as what the new destination city is. Brilliant. Next let's talk about the clean and simple email design. The use of white makes it easy on the eyes. It's not cluttered. And everything is organized in a way that's easy to scan. Dreamy. Now onto the words. The copy is succinct and informative. Nothing is screaming at me (notice the lack of exclamation points!!!). And best of all, rather than take the boring route with a button that says "book a flight" they had some fun. "Grab a Seat" is the perfect example of how buttons can have some personality AND be directive at the same time. Another noteworthy addition is the juicy "Tweet This" button sitting front and center above the fold. I haven't seen anybody else do it quite like that. Clicking on the "Tweet this" button landed me right in my Twitter account with my tweet already populated for me. And it went a little something like this: @virginamerica Next Up: Orlando. Starting August 19, fly from San Francisco or Los Angeles. http://www.virginamerica.com/flights/orlando
From: Amazon.com & Netflix Subject Lines: Various Date: Friday, November 6, 2009 - Friday, March 12, 2010
If you're looking to increase user engagement & loyalty, personalization is sure to help.
My advice:
1) Get creative. Think about what your subscriber would like to receive rather than what you want to send them. The more you know about your subscriber and use that information to target relevant messages, the more likely you are to hook that customer for the long haul.
2) Start a dialogue. Surveys are a great and easy way to find out what your subscribers are experiencing. If they report problems, work to correct them.
3) Seize the opportunity to add ratings and reviews to your website. They're sure to drive more traffic to your website. A good way to collect reviews: after a subscriber purchases a product, wait a few weeks (to give them time to test the product) and send them a friendly reminder to rate the product. Many people will be happy to share their good or bad experience.
Two companies that I've noticed do an awesome job at personalization are Amazon.com and Netflix. Here are just a few examples of great personalization emails that they send:
Amazon.com:
Lets you to create a gift list for friends/family and sends you reminders when their birthdays are approaching.
Allows you to be notified via email when a movie is available for order or pre-order, by request.
Suggests product suggestions based on your browsing and order history.
Netflix:
Sends emails asking you to rate your movies. By rating your movie, Netflix can recommend other movies you might enjoy, based on what other users enjoyed who also liked that movie. And what's really awesome, is that they allow you to rate the movie with one-click in the email itself, simple & time-saving.
Notifies you which movie has shipped and when you can expect it.
Asks you when you mailed your movie to determine if they are sending/receiving movies in a timely manner according to their policy.
From: CB2
Subject Line: Spring ahead of the times with CB2
Date: Tuesday, March 8, 2010
I love how CB2 takes advantage of daylight savings to market their clocks. Not only are the clocks fun, but CB2's use of books to provide the background color is both visually appealing and appropriate for the product.
The simple copy makes the message seem almost like a public service announcement (which I like - it's so timely...). All the elements come together for a unified, relevant message.
Even with this email, however, I totally forgot about daylight savings until 11, which turned out to be noon. Oh well. They tried.
From: net-a-porter.com Subject Line: What's new for you on Monday Date: Monday, March 15, 2010 9:34 AM
In November, I shared my hesitations about NET-A-PORTER's designer preference-driven emails. I had been auto-signed up for Burberry designer updates because I purchased a Burberry ring, and was feeling relatively over-informed about Burberry products. Since then, I invested some serious time in selecting my true and varied preferences in NAP's robust preference center. Now, NET-A-PORTER is sending me some seriously relevant emails, and is making some serious cash off yours truly.
Basically, NAP sends me email messages so spot-on, it's like a personal shopper set up a dressing room just for me, filled with stuff I'm dying to try on. Not only do I open these emails, but I enable images, then wait for them all to download (all 2,660 pixels of them, in this case.)
No email comes too frequently and no email is too long if it's totally relevant to the recipient. In this case, it was the A.P.C. a-line denim skirt that got me.
Sidebar regarding shipping boxes:NET-A-PORTER's are beautiful, but Intermix's seem to be scented. An incredibly pleasant scent emerges when you open the box. Ah, package magic!
From: DKNY.com Subject Lines: Various Date: Monday February 1, 2010 - Monday, March 1, 2010
DKNY seems be stuck in a design rut. Since summer of 2009, I've been seeing a reoccurring trend in their designs (an image of a group of girls taken at the same distance & camera angle, paired with a headline). Every now and then they'll throw in a different email like a sale message or something for purses, but overall the repetitive design style has lost my interest. I might suggest trying some new & creative imagery, having the girls break out of the grid, adding in some color or additional imagery or trying a new template structure.
From: BananaRepublic.com Subject Line: Chino goes chic-every day of the week Date: Tuesday, February 16, 2010
I really like the originality of this design. The partial image with an arrow to "See More" really grabbed my interest.
It can be difficult to think up new ideas for email. When the "horizontal scrolling email" was introduced everyone thought, "Why didn't I think of that?!" I urge you to find your own unique ideas and styles. Set yourself apart and watch user engagement soar!
From: The Zoe Report Subject Line: TZR: Best Overall Date: Thursday, February 25, 2010
Don't tell me that because your technology is limited or your staff is small that you can't achieve relevance. This Zoe Report email is a miracle of relevance, sans stated or inferred preferences.
It's true: the looks of the nineties are coming back. To get myself ready to re-embrace the era, I downloaded Season 1 of the original Beverly Hills, 90210, which I happily watch while I work out on the elliptical each morning. Anyway, this morning, circa 5am, Luke Perry made his first appearance as Dylan McKay, "Mad, Bad and Dangerous to Know," wearing (what!?) OVERALLS. Yes, overalls, with just one strap buckled. I almost fell off the elliptical.
So what appears in my inbox circa 7:47am? Yes, overalls, courtesy of Gaultier via Rachael Zoe. Despite her - er - debated flaws, Zoe knows what her market is obsessing about, and cover(all)s it.
Yes, advanced technologies and robust support teams are important parts of building an exceptional marketing program. But so is simply thinking about your subscribers and creating content that strikes a cord with them. I know that's something all of us can do, with just one strap buckled ;).
From: MobileMe Subject Line: MobileMe account notice: update your credit card Date: Monday, February 8, 2010
Technology is not my friend today. It all started at 6:30 a.m. with this email from Apple MobileMe. Apparently, my credit card on file had expired, so they needed me to update it on my account. Okay, no problem. But, um, how about a link to my Mobile Me log-in page? No? Too much to ask? Just a button? An underlined word? Heck, I'd even settle for a clickable logo. I found some small links at the bottom, but none of them specifically said 'GO HERE TO UPDATE ACCOUNT'. Making your subscribers do the work is not the way to get them to spend more money with you. Especially with a service-oriented feature like Mobile Me, which is supposed to make my life on the go easier. Sorry, Apple. This one was a major miss for me. On a positive note, I love the headline and the body copy. It's short, sweet and friendly.
Follow-Up Note: Stefan Pollard, our resident strategy genius, offered some interesting insight that I think is important to share. (See below) One thing that's interesting is that AT & T includes a button in their "your bill is ready" emails, so I guess it really is about the individual company and what they're comfortable with.
"Some financial institutions will provide links to "sign in", others are
afraid to do so. What often makes the difference is the brand and the
likeliness of being attached by phishing and fraud. The bigger the
brand, the more likely they become a target and many FI's will include
language that says they will never ask you for information or to log in
directly, but rather simply remind you to visit their home page. This
works well if you provide a URL that isn't tracked by your provider so
it is fully branded. Consumers have learned to mouse over images and
links to make sure the destination matches the target for protection."
From: Apple Subject Line: Fitness made fun with iPod and iPod gear. Date: Wednesday, January 13, 2010
From: Apple Subject Line: Sounds like love. Give iPod this Valentine's Day. Date: Sunday, January 31, 2010
There's no doubt that Apple has AWESOME design sense. Every email I get from them is breathtaking:
They use vibrant, crisp and creative imagery
Their newsletters have a great sense of flow and balance
They're often using new creative treatments like having their images break out of the grid
They include interactive/eye-catching treatments like ratings and videos
They're not always about the "Hard Sell" -- Apple "Adds Value," as we would say at Smith-Harmon, by providing informative content with "Did you Know" sections
They optimize for viewing without images by using HTML text in the majority of their emails
But have you noticed that they're missing a few key best practices? Such as:
A preheader
A View this Email with Images link
Social/Sharing Options
I think a few of those small tweaks could show even more activity for them. But awesome job Apple, you are an inspiration!
From: kate spade Subject Line: i resolve to wear out my passport Date: Thursday, January 7, 2010
From: kate spade Subject Line: i resolve to sing in the rain Date: Thursday, January 14, 2010
Simple, clean and fresh. What a perfect way to start off a new year. Kate Spade is carrying this "i resolve..." handle throughout all their emails this month and I love it. Everything about this email gives me room to breathe. From the photography to the typography, and the free shipping top promo to the social footer. My fave is the "i resolve to sing in the rain". Given that I'm practically rowing a boat to my local coffee joint because of all the rain, the timing on that one was perfection. My only gripe is the landing page experience. When you click on the "Shop the Collection" link, it takes you to a pretty little landing page with a few rain essentials... and a few randoms (why is there a necklace on this page? is it waterproof?). Wish they had more of a selection to really tell the rainy day story. They have two jackets, one boot, two bags and an umbrella. Makes me wonder what a Macy's or a Piperlime or a Nordstroms could do with this type of story, since they have so much more to choose from.
From: west elm Subject Line: Get exclusive west elm offers on Facebook and Twitter Date: Saturday, January 9, 2010
Although this email was sent on Saturday, which according to The Retail Email Blog is the least popular day of the week to send emails, I was pretty excited to see an entire email dedicated to social. There isn't a sales pitch for product to be found, from preheader to footer. I was intrigued enough to become a fan on Facebook.
When I got to the west elm Facebook page, my excitement faded. Fast. There were all kinds of wall posts from other fans, but precious few content gems from the west elm team and only a few photos. And even after I officially became a fan, there wasn't a special offer to be found. Somehow I was hoping that once I got behind the secret fan curtain, there'd be some cool stuff waiting for me. No such luck.
This brings me to my big gripe with companies adding Facebook and Twitter experiences to their emails: Lack of content. It's not enough to just get people to your page, you need and want them to come back and participate. Two steps forward for the social-centric email. One step back for a disappointing experience.
From: Zappos Subject Line: Toast The New Year With A New You! Plus, Get Free Shipping Date: Monday, January 4, 2009
Thanks to the social revolution of 2009, Facebook, Twitter and/or YouTube buttons have become fixtures in the footer or top nav of just about every email in the inbox. While some companies do indeed put together a social strategy, too many companies add the social factor simply because everyone else is doing it. They don't actually invest time, talent and money into creating a true social experience. What I L-O-V-E about Zappos emails is that they raise the bar by including a recent tweet from Tony their CEO. Now that's what I call delivering on the experience. Rather than simply throw in a "Follow Us on Twitter", Zappos creates content around the social experience by including a sample tweet. Very clever. Just wish it wasn't so buried at the bottom of the email.
From: Horchow Subject Line: Win your shopping cart up to $5,000... Date: Saturday, October 31, 2009
From: Horchow Subject Line: 25%-30% OFF OUR PICKS JUST FOR YOU + FREE SHIPPING... Date: Wednesday, December 16, 2009
Most people who have heard me talk about email have heard me mention the Horchow email program. I talk about them not because their email program is perfect, but because I happen to love furniture, especially theirs. I'm excited to write about a terrific campaign they did recently. On October 31st, they sent a "Win your shopping cart up to $5,000..." email - the sweeps was for email subscribers only, ran for one weekend and had three lucky winners. As a big fan, I quickly filled my cart with items I wanted. Unfortunately, I didn't win my shopping cart, but I loved the idea of collecting data from a subscriber's in-market interests.
This week, I received a site-wide sale email from them that featured some of the products that I put into my cart. The low-cost sweepstakes ($15,000) provided them with tons of data they can use later to target with. Now that's smart marketing.
From: Brookstone Subject Lines:
1) FREE Sitewide shipping with $95 minimum purchase
2) Hurry, only 4 hours left for FREE Sitewide Shipping at $90!
3) Deal of the Day: $20 OFF our Men's Fleece Heated Vest plus Sitewide FREE SHIPPING!
4) Discover this year's hottest holiday gifts plus FREE Sitewide Shipping! Date: Tuesday, December 15, 2009
Brookstone has stepped into one of the most common holiday traps: over-sending.
I have received up to four emails in one day from Brookstone, and an average of more than one email per day overall. While a small handful of people may enjoy getting blasted by that many emails, I think you're more likely to lose subscribers by over-sending.
Make sure if you're sending more than one email a day that the messages differ enough to make it worthwhile. On 12/15 I received two postcard-style emails, a deal of the day AND a general product collage email. The two postcard emails were essentially the same: Free Shipping on orders over $95, and the other, Free Shipping on orders over $90 - baffling. The other two emails mentioned the free shipping offer again in a top banner. Were four emails really needed for the free shipping promo? I doubt it.
If you're not sure how many emails to send, I would suggest creating a "my account" option where the subscriber can login and choose the amount (and type) of emails they would like to receive. If you already have an option like this on your website, make sure to include a link in each email to "change my email preferences." If that's too much work (on you or your subscribers), place a survey at the bottom of each email with a simple one-click answer. EXAMPLE: How many emails would you like to receive from us? [ ] More than two per week [ ] Two per week [ ] One per week [ ] Bi-weekly [ ] One per month
If you give the customer a chance to control how many emails they receive, you'll be more likely to retain your subscribers by giving them a program that fits their personal needs.
From: Staples Subject Line: Check out our new look! Date: Monday, December 14, 2009
I just can't decide if the timing on this email was a hit or a miss. On the one hand, it offers a break from all the holiday madness hitting my inbox. And since Staples isn't exactly where I do my gift shopping, maybe it was smart to offer a breath of fresh air that doesn't scream HOLIDAY. On the other hand, by sending this email during peak holiday times they run the risk of people overlooking it completely as they search for FREE SHIPPING, SAVE, SALE, etc. etc. Starting out the new year with a new look would have made so much sense. Especially as people get back to the office and realize they need more post-its, pens, folders and what not.
Stepping back from the timing debate, I think the design and copy of this email are stellar. I love the simplicity and easy-to-see callouts that point to the new features. Best of all, when you click on the Visit Staples.com button, you're taken to the homepage where the first story you see supports the new look messaging. I heart follow-through.
When is a rewards account not a rewards account? Answer: When it's a drive to get email address-only users to register for a full customer account. At least this is the approach Moosejaw took with this email. Not only am I a big fan of their brand, I also love their style and tone of voice. It couldn't be more friendly and funny, very much the email I'd like to go down to the pub with (Yes, I'm from the Responsys UK office in London!).
What struck me the most when I got this email was that I didn't know I had an account at Moosejaw! This could be a negative feeling - was the message sent to the wrong person or was it a phishing scam? Curiosity got the better of me - I clicked through and attempted to log in. I was then taken to a "Create a password" page and that's when the penny dropped. I wasn't going crazy. I really didn't have an account, but this email had engaged me enough to click through and half sign up for one. Some may think this is sneaky and the average consumer may not be fooled so easily. I personally love it. Plus, there are reward points waiting for me in my new account driving that ever-important first purchase.
This email doesn't have much of a design, which is a shame. This is true of all their programs and emails I have seen. There is an argument for keeping things simple, but with this email, Moosejaw missed an opportunity to enhance their wickedly humorous copy style with visual flare to attract attention. It is possible that this was a deliberate attempt to draw more attention to the copy - but in a rare twist, where most online retailers NEED a full-time copywriter on their email team, Moosejaw NEEDS a designer.
From: Bluefly Subject Line:Double Dip: Take $30 Off $150 + Free Shipping - 4 HOURS ONLY! Date: Monday, November 23, 2009
Bluefly's gift guide this year centers around 9 or so female characters, collectively called the Fashionistas, as well as 6 male characters. Customers engage with the characters via a "shop her list" function. This is an interesting concept: having characters your customers can relate to is fun, and it's loads more engaging than the usual vague gift categories of mom, girlfriend, and so on.
The characters that Bluefly uses, however, are a little disappointing. The fashionistas are the usual collection of lady archetypes--the diva, the gossip, the ice queen. The male characters are all some flavor of clueless dope in need of (ugh) "mansformation." I think Bluefly could have gotten a better result if their characters seemed more like actual people. Why not make the Fashionistas a little more complex, like the men and women who shop on their site? A character who likes dressing up as well as being comfortable. A character who works hard and loves music. A man who can dress himself without help. You get my point, and hopefully next time around, retailers will too.
From: Anthropologie Subject Line: It must be October. Date: October 1
It must be October. What a clever subject line. It's so simple, so relevant, and so unique. I've been meaning to blog about this email for a week now! I know I sing Anthropologie's praises on a regular basis, but I just can't help myself. I'm addicted and I'm not the only one. Just this week I got a text from a friend that said: "Someone needs to do an intervention. At Anthropologie!! Help!"
The simplicity of this email's design and copy draws me in. Starting with the image, it supports the catalog creative brilliantly (check out above). And the copy: "Thirty-one days of craving, the cozy, the rugged, the refined" supports the subject line perfectly and creates a true story. Their call-to-actions are equally as beautiful, and the addition of the "Browse our October catalog" CTA presents a fantastic opportunity to engage their subscribers in an interactive way. Many online catalogs are clunky experiences, but their landing page is seamless.
What I was REALLY surprised to discover is that when I typed "boots" into the search box at the bottom, I was taken to a landing page with... boots! Instead of landing me on the homepage where I could retype my search word, they actually delivered on the promise. How novel.
From: ENTERTAINMENT WEEKLY Magazine Subject Line: AMY, welcome to our EXCLUSIVE subscriber program!! Date: Monday, October 5, 2009
This email failed on many levels. Overlooking the lack of design, the first thing I noticed was the single graphic: a Rush Hour 3 movie poster. Immediately I was confused why I was being emailed about a movie that was released over two years ago. When I read the copy it went on to mention even more movies that were long passed. The idea was to get me to register for an Advance Screening Program and was using these, out of date movies, as examples of the types of movies I could be seeing with this program.
Relevancy is VERY important in email to pull in subscribers. Would it really take that much time to update one image and one line of copy to make this offer more current? Sadly, this wasn't the end of my disappointment... as a fan of movies, this is an offer I potentially might be interested in, however, they failed to provide any type of link to actually register which was the entire point of the email.
If I had to think of something nice to say about this email, at least they took the time to include my name in the subject line and email. Although their subject line does "welcome" me to the program which sounds more like I'm already enrolled rather than an offer to sign up.
From: The Container Store Subject Line: Could the store you love get any better?
Date: September 28, 2009
The Container Store recently sent out this email giving some insight into their company's "Foundation Principles" and inviting subscribers to learn more on a new special section of their website. The copy may be a tad bit on the long side, but it's sincere and inviting, and I love that there's nothing directly promotional in the hero. It really focuses on making subscribers feel good about the values they support when shopping at The Container Store. The design is clean and simple, and the images bring employees into the email to further put a face (well, faces) on the company. My only complaint is that nothing on the bottom half of the hero is clickable, which is a missed opportunity (I may be one of few subscribers who read through the whole thing, but there was nowhere for me to go without returning to the top of the message).
From: Bliss Subject Line: a gift from the 'youth' fairy Date: September 30
In recent months, I hadn't been in love with Bliss marketing stuff like I used to be. Until, I got this email. My love affair is rekindled. Eternally on-brand with their messaging and imagery, the subject line pulled me in and the creative delivered. It's a little too cutesy for some people, but I do love the copy: Feeling cynical? Check out the clinicals! Including customer survey results when they're as impressive as these numbers are is a smart way to backup your story. The secondary messages also fit nicely into the overall design package, making this email one of my top five faves for the month of September. Now, if they would only tap into their preheader potential.
From: JCrew Subject Line: Want to win an NYC trip for two? Date: September 29
Want to win an NYC trip for two? Heck, yeah! I was pretty stoked to see that subject line waiting for me in my inbox yesterday, excited enough to click-through and TRY to enter. TRY is the keyword here. After five attempts where I kept getting an error saying I needed to enter my email address... which was already entered... I gave up. Looks like they've fixed the snafu as I was able to enter today, but how many other people tried to enter yesterday, only to get totally frustrated and shut-out?
Another odd factor is that the copy talks about a daily trivia contest. And that if I guess right I'll be entered to win the grand prize. Hmmm. All I was asked to do was give my contact info. I didn't see a quiz and I certainly don't see how to play everyday. Something's not jiving here. Plus on the site, the promo calls this a "guys" weekend in Manhattan. Hmmmm again. So no girls allowed? Then why did I get this email? Why are they taunting me as though I might be able to win this trip? I'm just confused. Last but not least, I would also think this would be the PERFECT email candidate for a sweet forward to a friend promo.
To end on a positive note, that subject line was a winner in my inbox.
From: The Zoe Report Subject Line: Ain't No Jeans Wide Enough Date: September 28
I am an admitted Rachel Zoe Project addict. I can't get enough of the fashion antics and celeb appearances. If you haven't seen this decadent indulgence, check it out on Bravo. In the meantime, let's talk about Rachel's daily emails. As far as blog-type newsletters go, hers just rock. IMHO.
Glamour shot aside, what I love about the emails is that they truly read the way Rachel talks, complete with her fave fashionisms and all. Why is this such an important thing to note? Because it feels like a conversation. As an occasional ghostwriter myself, it's also worth noting that there is a chance that Rachel is not always writing these on her own, and understandably so. She's a busy gal with a lot on her plate. So the coup d'etat here is that if a copywriter is penning these precious gems, she (or he) is a writer who truly understands voice and how to carry it through. Love that.
I'm also drooling over the clever FTAF language: Glamour is contagious. Share with friends. See, SWYN doesn't have to be boring.
I've always been blown away by the way designers bring copy to life. The way they think is completely different than how I think. I think in black-and-white word docs; they think in color, color, color. Bringing these two ways of thinking together is what creates the perfect email.
Coach put a fresh step in my inbox with this newsletter. At first glance, I loved the way they gave the product silos in the hero some breathing space by not confining them to a box. That said, it also felt like too many tricks in one bag. To get the real scoop from a designer's POV, I enlisted Amy Hamilton, SH designer extraordinaire, to help me out with the 360-degree look at the creative.
Here's what she said:
My first thought when seeing this email was, WOW COOL, this is different! I immediately noticed the overlapping text, colors and imagery. Coach is definitely creating a style here.
However, after the initial WOW factor wore off, my eye wasn't sure where to go. The hero copy and right rail copy seemed to fight each other, and the lower half of the email felt a bit cluttered. The call to actions also fell pretty far below the fold. While this email has some nice and inventive approaches, I think it could use a little more focus. I would suggest:
Move a call-to-action above the fold
Create a primary message focus by expanding the hero image through to the left rail, or by bringing down the font size in the left rail so it's more obvious that it's a secondary message
Use a unified headline and copy treatment (as well as HTML text for body copy)
Clean up a bit of the cluttered imagery at the bottom
From: Saks Fifth Avenue Subject Line: Harper's Bazaar picks Spring's best only at Saks Date: September 23
On the heels of Fashion Week, this email couldn't be more perfectly timed or perfectly designed. I love that they avoided the boxy grid and messed things up a little. It has a fluidity to it that feels fresh. The copy is short and compelling, the call-to-action is clear, and the way they handled the partnership aspect of this email is really classy. Love how the Harper's Bazaar logo looks like it's actually part of the headline vs. being tacked on in an empty space. The secondary bonus message works really well in this email, too. Rather than go with a traditional boxed-in promo, they added some grit with a torn piece of paper.
Best of all, the landing page didn't disappoint. It was clean and compelling, highlighting the top five trends and giving me Glenda's take on each. And even though we're headed into fall, I could still shop each spring trend if I was so inclined.
Overall, Saks has definitely stepped up their email game by mixing product-focused messages with dedicated emails featuring editorial content, as you can see here and here. As a copywriter who believes there is always a story to tell beyond Free Shipping and SALE, I love it.
From: Shutterfly Subject Line: Get bright ideas for the holidays and more Date: Thursday, September 24, 2009
I have to say I love this newsletter from Shutterly.
Visually:
It has a light & airy feel (which can be difficult with the amount of information packed into this email) with a punch of well-chosen colors. The imagery is well placed to draw the eye across and down the page. The content is engaging with a variety of topics from video and iphone apps to holiday reminders and coupons.
Best Standards:
It also hits the mark for email best standards with... -- A full preheader of standard options (See Chad White's reportlet on popular preheader elements) -- HTML body text -- Alt tags on graphic headlines & images --Standard newsletter "In this Issue" (table of contents) located above-the-fold --Website navigation in the header --Legal footer & opt out information
My Suggestions: --Try the navigation in HTML text --Use a standard button treatment throughout --Try using the space at the bottom (where the header is repeated) as a recovery module with additional link options.
From: Saks Fifth Avenue Subject Line: Boots, Boots, and more Boots Date: September 19
From: Piperlime Subject Line: The season's "it" boot + the top 10 fall trends Date: September 15
From: Nordstrom Subject Line: Hot Boots Under $100 | Last Chance for Triple Rewards Points (Details Inside) Date: September 19
The Saks subject line pretty much sums it up: Boots, Boots, and more Boots. About this time every year, my inbox is inundated with the must-have boots of the season. Just check out these three emails I received in the last week. Hands down, my favorite is the Saks email. It's the only one that gives me a full-on view of the breadth of their boot collection. And I really like the fact that they kept it pure, without a secondary message for this one.
Piperlime always has great copy and photography, so I kinda wish they'd shown more of an assortment for this email. Instead, they focused on the IT style of the season: the over-the-knee boot. I'm sure they'll showcase more boots in the weeks to come, but it'd be a shopper's dream come true to see all those pretty boots in one email. The secondary message is good in theory, but the execution is a little confusing. The landing page is really cool, so I wish they'd turned this message into a dedicated email and done it a bit more justice.
I rarely get excited about Nordstrom emails, and this one is no exception. It doesn't feel fresh and exciting to me. It feels like a department store email. And that's a bummer. The boots themselves are cool, but they feel like the product shot feels dark and dreary. Maybe it's rich in print, but not so much here. The secondary stories are buzz-worthy, but again, they fall flat in execution. They don't inspire me to click through. I want them to inspire me. But they just don't.
So, who wins the battle of the boots this year? For me, it's all about Piperlime. I have 5 pairs waiting in my shopping cart. Time to check out, folks.
From: Smith-Harmon Subject Line: New Reportlet - Many Retailers Not Optimizing Preheader Text Date: September 21, 2009
While 97% of top online retailers are using preheader text, a lot of brands still aren't optimizing this key piece of real estate. With more and more subscribers blocking images or viewing their email from image-unfriendly devices, packing a punch into the preheader is now more important than ever. Whether using for promotional purposes, functional purposes or both, it's vital that you learn how to make the most of it.
Check out the latest free reportlet from research director Chad White, now available in the Smith-Harmon research library. You'll get 10 pages of examples and tips to help you push your preheader text to its full potential.
From: Old Navy Subject Line: Fall Forecast: New Fashions Starting at $15, Plus Save 20% Date: September 13
From: Victoria's Secret Subject Line: New! The Ruched Convertible Dress, 10+ Ways to Wear It. Plus $15 Off $100+. Date: September 17
Amazingly, Old Navy's Super Modelquin campaign is still going strong. Is it just me or are those mannequins kinda creepy? Beyond my personal feelings for the campaign, what I don't get is who the target market is here? And more importantly, does that target market actually find the Super Modelquins inspiring? Do people see these emails or commercials and think, I have to have that outfit?
Even though the Victoria's Secret models are a bit intimidating with their flowing hair and knockout figures, they at least show me how the clothes move on a real person. Side by side, these emails are set up pretty much the same and structurally they're both sound, but IMHO the VS email is much more compelling.
That said, the VS email does fall short for me in one area: the 70+ character subject line. The preheader is great, but they tried to throw everything and the kitchen sink into the SL. On my iPhone, I only see the first 33 characters, so why the extra 40? A shorter SL plus the preheader would sell the story perfectly.
I find that the emails I tend to click on and forward the most are the ones containing the most outrageous products, just for the humor of it. So if you sell something along those lines, don't be shy to put it in your email - it may just be your top shared and/or clicked email of the year! This is also a great place to use social networking links to give the opportunity to easily share with even more people.
If you have found this to be true with your email/s, please share your story!
From: The Container Store Subject Line: How to organize what's HOT now! Date: September 16
As much as I love the clean design of this email, I'm pretty confused by the copy and the imagery. The Container Store sells containers, right? So why are they telling me that studs are all the rage this fall? Are they branching into accessories? Can I get this studly stuff they're showing at The Container Store? I don't get it. Do you? In the hopes of trying to make sense of this, I thought, well, maybe they're selling the tool that lets you put studs on your stuff? Like the Bedazzler. But no dice. Clicking through just landed me on a page with a bunch of containers. If they'd shown these so-called "trends" organized in containers, now that would have made sense. But they didn't, so now I'm confused.
On the up side, the design of the email is definitely engaging. The call to action is clear, the SWYN is handled nicely, the store pickup is a bonus, and the imagery pops, even if it is random. Last comment of the day on this one: The subject line doesn't deliver on the how-to promise.
From: Free People Subject Line: Meet Our Top Reviewers Date: September 13, 2009
Breaking out of the corporate speak and moving towards a casual conversation with your subscribers is definitely the wave of the future. We're seeing a lot of product reviews, blog posts, and testimonials featured in emails these days. Why the added exposure to what everyday people think? Word on the street is that consumers want to know what other folks think about your products before they pull out their credit cards.
The fact that Free People dedicated an entire email to their top reviewers is pretty cool, even if there are some quirks about the experience. As much as I love Free People's creative, I couldn't tell which photo was of the product and which one was of the reviewer in this particular email. I think using product silo shots with the reviewer photo would have been a better way to go.
Clicking on the photos of each reviewer, I was taken to a landing page where I had to click on the person again to see their actual profile. Seemed like one too many clicks. Also, once you navigate away from the landing page within the site, there is apparently no way to get back to it, other than hitting your back button. Shouldn't there be a nav item? Kind of a bummer. Plus, I get the impression that there are all kinds of account profiles to review, but where can I find them? Also, can I create a profile for myself? How do I do that? The email messaging falls short here as it should have also encouraged subscribers to start writing their own reviews.
When I clicked on the Shop Customer Favorites button in the email, I was taken to a landing page of cool stuff, but I have to say that I was hoping to see the actual ratings below the thumbnail copy.
Overall, the idea here is fantastic, and it's an important trend to watch. Just think it's also important to make the experience engaging and enticing so that your subscribers want to shell out two cents of their own.
From: The Gap
Subject Line: Get Up to $15 Off Cords
Date: September 10, 2009
Really, really bright yellow type aside (you may want to get out your sunglasses), this email feels so clean and directed. They kept the fluff at a minimum and focused on the offers, keeping them front and center with clear shopping CTAs. The only thing I'm confused about is the subject line. Wondering if this should actually be a "Save" vs. a "Get" story. To me, "Get" implies that I have to do something, like use a coupon code. That's not the case in this situation as the cords are already on sale. Hmmm. I'm sure someone could argue the other side of it, but if it were me, I'd go with Save.
I also like the way they've added some movement to the SWYN banner at the bottom. It's hard to tell from a jpeg, and I didn't catch the right phase here, but they used a rotating copy story to draw your eye. The full sequence starts with "What were you born to do?" (this jpeg shows it mid-sequence) and the social buttons say "Tell Us on FaceBook, YouTube, Twitter." What a clever way to get the conversation going. A lot of folks simply say "Follow Us", which feels very one-sided. Keep it on the down-low, but I'm going to have to borrow this idea. It's a goodie. To see the animation, click here.
From: Latimes.com Subject Line: The new Latimes.com
With a little help, I finally got my hands on the L.A. Times website redesign email mentioned in a comment about my August 24th post about Hollister. I have to say... I love the originality of this email. It feels totally out of the boxy grid, which is fantastic. It's brilliantly simple and provocative. Since they don't TELL you how it's different with a bunch of copy, they create a bit of mystery. They want to SHOW you the difference.
Some cool stuff to mention:
I love the headline and the "Scroll Right". Giving direction is key.
I also love the big ink spot. It's got this free-form, Jackson Pollack feeling to it. Dig it.
The "Take Our Tour" call to action totally delivers on the "Scroll Right"
On the downside, I think it's a big bummer that they're not doing anything more with this template. While on the hunt for this particular email, I signed up for every email subscription I could on the L.A. Times site. After sorting through the 15 or so emails each day for a week, I gave up. They were all the typical vertical email format you see with other news organizations. Wish they'd done a multi-email campaign about the redesign, highlighting a different part of the site with each email.
As for a best practices miss, they didn't use a preheader. Plus, they don't give me a link to update my preferences or my account, which I think they should. As much as I love the focused message of the email and the lack of clutter, I do think they could layer in a few understated links to drive people to do stuff on the site, without taking away from the sleek creative. Anyone else have thoughts about this one?
From: Hollister Subject Line: Woke up in shreds. Date: September 10, 2009
A few weeks ago (August 24th, to be exact) I blogged about a Hollister horizontal email for shredded jeans. While I liked the creative overall, apparently Hollister REALLY liked it. In fact, they liked it so much they decided to send me the exact same email again today, right down to the subject line. Oh wait, I take that back. They did change up the image a bit by zooming in on the fabric instead of showing the whole jean, but not sure that qualifies as new email creative. Since they decided to make me relive this one again, I'll take a minute to highlight a comment that Amy Hamilton made about a previous Hollister horizontal email. She pointed out that they're making the emails too tall, so subscribers actually have to scroll vertically and horizontally. Smart gal, that Amy.
From: Hotel Max Subject Line: Your Stay with Us Date: September 1, 2009
From: Hotel Max Subject Line: Thank You for Visiting! Date: September 2, 2009
Last week, I was up in Seattle for a meeting and stayed at the Hotel Max. After checking in at the front desk, I went up to my room and got online to catch up on my email. Amidst the regular cast of characters in my inbox was an unexpected surprise. Apparently, the minute I checked in, scratch that, the SECOND I checked in, Hotel Max sent me a welcome email. Talk about timely. Signed by the hotel manager, the email was personal and helpful, plus I have to give them kudos for taking the opportunity to plug the restaurant that's attached to the hotel.
To round out the customer service experience, they also sent me a follow-up email asking for feedback about my stay. I won't go into the details, but I did have some feedback and decided to send it in. I got a prompt personal email from the hotel manager letting me know what they were doing to fix the snafu. The only puzzle in all of this is that the first email I received welcoming me to the hotel lists one guy as the hotel manager, but the personal email I received was from a completely different guy who also held the hotel manager title. My guess is that there was a personnel switch and no one updated the emails. Oops. Now that's the perfect example of why it's so important to make sure the content in your triggered messages is up to date.
From: Krispy Kreme Subject Line: Raising Funds with Krispy Kreme! Date: September 1, 2009
Having grown up in Michigan, I'm a die-hard Dunkin' Donuts fan, but a former coworker of mine LOVED Krispy Kreme, which is how I started subscribing to their emails. I dig the huge image. I can just taste that sugar glaze, can't you? But, the letter format just isn't working for me here. There's too much copy, there's no clear call to action, there's no top nav, and there's no preheader. I'd think that the fan base for Krispy Kreme has to be huge, so the fact that they don't have a SWYN element is also a big miss. On a really basic level, there isn't even a store locator to help me get my Krispy Kreme fix stat. Add in the fact that they don't even link directly to the fundraising landing page that's live on the site, and the misses just keep stacking up.
It's also interesting because their website maximizes content buckets, but their emails don't. IMHO, they need a complete email overhaul that brings their retro-feeling brand to life. Now, if you'll excuse me, I have a donut sitting next to me that needs some attention. Don't tell Dunkin'.
From: Forever21 Subject Line: Tough Love - Shop Leather Date: Tuesday, September 1, 2009
What was this email about? I'll never know. I can't stress enough how important it is to use HTML text in designs, or at the very least alt tags on images with graphical text to convey your message/s. This is vital for subscribers that have images disabled as well as when an error occurs, keeping your images from displaying properly. When all else fails, it's always good to have a link to a web/hosted version of the email. Unfortunately, even the hosted version of the email wasn't working.
Just when you thought you were out of clever ideas for how to spin a sale...check out Tobi. They're TGIF approach is refreshingly simple and cleverly executed, not to mention that it's 20% off regular-priced merchandise...not sale and clearance! While most retailers are waiting to use the Labor Day handle for their big fall savings push, Tobi's smart approach makes sure all their loyal fans spend their hard-earned cash on their site first. Nice thinking. Still wishing they had a preheader and FTAF in their emails, but they do have the SWYN icons at the bottom, so that's a step in the right direction. And let's not overlook the straightforward subject line that tells the entire story in only four words and still has personality. Well done.
From: Ann Taylor Subject Line: Meet Our New Designer + Shop Our New Perfect Pieces.
Date: August 24, 2009
I love the way that Ann Taylor unveils a new designer in this special email. This approach aligns perfectly with the current trend of putting real faces on big companies and of forging more of individual connections with customers and email subscribers. Not only do we get a literal face to associate with Ann Taylor designs, but the entire email creative represents the artistic process behind all Ann Taylor clothing. The swatches and sketch allows subscribers to envision the creativity and thought invested in clothing by real people, allowing shoppers to feel like they are purchasing something special and unique.
From: Sur La Table Subject Line: We're on TV (Hi Mom!) Date: Thursday, April 2, 2009
I've recently noticed brands taking the opportunity to promote their popularity by flaunting the "As Seen In" angle. I find the idea compelling - it's cool to see that the brand is established, can be trusted and is well-known/recognized by the general public. I mean, why do most girls' buy Coach purses if not because of the popular reputation? Other ways to achieve this same goal might be star ratings (with more than 10 reviews), TV video ads or even an image of a celebrity wearing/using the product.
It also creates a cross-channel experience for those who have seen the product elsewhere. I also have to say I love the Sur La Table subject line addition of "(Hi Mom!)." :)
From: lululemon athletica Subject Line: Welcome to online shopping at lululemon Date: August 20, 2009
From: lululemon athletica Subject Line: The new items you've been waiting for are here! Date: August 26, 2009
I am in the middle of a huge love affair with lululemon. There is something irresistibly cool and hip about their workout stuff, and I am definitely not the only girl out there who's figured that out. If you haven't visited their site, do it now. I am all over the amazing texture in the navigation and the simplicity of the graphics.
Their welcome email was really fresh and unbelievably simple. It didn't fall back on the same ole copy that everybody uses. (i.e. "You're on the inside track! Now you'll be the first to know about special sales and events." Sound familiar?) Instead, they went for an inspirational shot with a simple "Thanks for registering!" headline and a clear shop-now CTA.
The second email I got from them hit the mark for me as well. I love how they picked up the navigation treatment from the site and the message felt timely and focused. They're showcasing all their new stuff in a simple, clean, and compelling way. No fuss, no muss.
Plus, the fact that they're saying this is what's new THIS WEEK, makes me wonder if they'll send an email each week with new stuff. It'll be fun to see how the emails evolve. Potentially a "shop all new items CTA" at the bottom would have been a good addition, but the top nav does give people a way to engage with the site as a whole. And who can resist the way they dropped some logic at the end... "Love Your Failures". Ain't that the truth.
From: Hollister Subject Line: Woke up in shreds Date: August 23, 2009
First things first. Love this subject line. Love it. I had 30+ emails waiting in my strictly retail email inbox this morning and this is the first one I opened. What I also love is that the subject of the email delivers on the promise of the subject line. It's all about torn-up jeans.
Two big misses for me: 1) At first, second, and third glance, I didn't realize this was a horizontal email. I love that they're exploring a new perspective, but they need to offer some copy to help their email subscribers along. This is a shift in the norm, so a little help would be good. A cool "Keep scrolling" would've helped me figure it out, at least. 2) An even bigger issue for me is that there's no CTA. A simple "Get shredded" would do the trick.
But, even without the CTA, I clicked on the image anyways and was taken to a fantastic landing page within the chick portion of the site. What I can't figure out is how Hollister knew I was a Betty and not a Dude. They never asked when I signed up for email, so I'm thinking they just guessed. Rather than taking a 50/50 shot, my suggestion would be to just add a question to the sign-up a process: Are you a Betty or a Dude? Or better yet, add two CTAs to the email, Betty Shop and Dude Shop.
At any rate, the subject line rocks and so did the landing experience. Now, to try and fit into those skinny-leg shredded jeans... but that's another story for another blog.
Setting aside the fact that Whole Foods is probably not the most economical place to shop, I still feel somehow healthier when I buy my food there. I just signed up for their emails yesterday, and while the Welcome letter was a little boring, I'm loving their newsletter! Here's what I heart about it:
Preheader: Althought it's a bit wordy, the fact that they have a
preheader is a step in the right direction. I do think they could
streamline it a bit and still get the messages across.
Relevancy : The Renegade Lunch Lady is a perfect feature story for back to school. Even if the meals she's suggesting are more what Claire would eat vs. Brian (that's a Breakfast Club reference BTW), the idea is timely. Plus they include links that go directly to the recipes, which makes life easy for busy moms.
Dynamic Content : Love the fact that they were able to populate the "What's on sale?" story with the deals for my specific Whole Foods store. Hint: they could do that because they asked me for my zip code when I signed up for their emails.
Recipe Reviews: This is a smart way to bring me into their community and encourage me to try a recipe as well as write a review.
Smart Design: They really broke up the content in any easy to digest way (pun intended) and maximized the right rail.
From: The Container Store Subject Line: Know a teacher? Don't miss this offer! Date: August 20, 2009
How refreshing to see a back-to-school email that's all about teachers! Since I live in a state where they've slashed, yet again, the funding for schools, I would imagine that a lot of teachers are having to dig into their own wallets to buy the "extras" they want for their classroom. Bravo to The Container Store for giving these hard-working superstars a special savings discount of their own.
Fantastic offer aside, there are a few things from an execution standpoint that I think they could have done better. Let's start with the copy. It's written as though I'm not a teacher, which is fine because I'm not. But what if I were? Also, it doesn't tell me whether I can shop online and in-store. The landing page did go into more detail, but I think telling people WHERE they can shop is a pretty important fact to get across up front. The fulfillment part of this is also interesting because they will email you a discount code once you've registered. I don't know about you, but I'm thinking a simple 1-2-3 approach to the copy would have educated the subscriber quickly on the logistics of the program and made them feel like this is super-easy to do and not a time suck. Plus, at first scroll, I missed the fact the teacher needs to register for the discount... so maybe that call to action should have been above the fold. And lastly, the subject line might have been a little more powerful if the percentage was included: Back to School Special: 15% Off for Teachers!
On the design front, I think it would have been great to show some products to inspire teachers to consider The Container Store as a resource center. Plus, for those of us who aren't teachers, we might get excited about some really cool storage ideas that could corral the clutter and make our lives just that much more organized. Because, you know, piles only work for so long. Eventually, you really do have to file.
From: The Daily Sip Subject Line: Daily Sip: Frick-in' Dry Creek Date: August 17, 2009
Taking a cue from Daily Candy's playbook, The Daily Sip by bottlenotes focuses on one big feature per email. Short on the sass that Daily Candy is known for, but long on copy just the same, the emails combine a swirl of education with a splash of salesmanship. They bottle each one as a "daily dose of wine knowledge" and they've created a pretty tight editorial calendar around that direction, with five main content types per week: Tips & Tools, Featured Winemaker, Chef Notes, Wine of the Week, and Regional Spotlight.
Overall, I'm really digging these emails and read at least three out of the five I get each week. The tone is friendly and casual, not corporate, which is a definite bonus. That said, I think there are also some things they could do to help their subscribers interact more with the bottlenotes site, which appears to be big on community. (Their tagline is Good People. Great Wine.)
A top nav would be a great start. My suggestion: Wines, People, Notes, Clubs...at the minimum.
Including a few secondary messages that drive people to the site would be key, i.e. a small promo similar to what's on their homepage to entice people to write notes about the wines they're drinking now. It's a no-brainer; the promo is already built!
From an inbox perspective, I'd also change the "from" field to bottlenotes vs. The Daily Sip. They have "Daily Sip" in the subject line itself, so use the opportunity to promote the name bottlenotes in addition to The Daily Sip.
Lastly, I'm the first to admit that I'm not a designer, but I find the right rail ads to be disjointed from the rest of the creative. If it's a bottlenotes promotion, then the design seems to work, but when it's an ad for grass-fed beef...well...it just doesn't, IMHO. If they turned the ad into editorial content, then they could have more control of the creative. They could also connect the ad to the feature story. So if it's about a killer red wine, then reference that the grass-fed beef would be the perfect food pairing. Otherwise, I'm not sure I get why it's there. Any other design suggestions here?
I lied. One last thing. I was a bit bummed by the experience of clicking on the "past sips" button. I was hoping to land in a newsletter archive, but instead ended up on a subscribe to The Daily Sip landing page. Since I already subscribe, this seemed like a miss.
From: Crewcuts Subject Line:candy-colored classroom brights Date: August 7, 2009
Okay, so I love J.Crew's emails and I think crewcuts is just adorable, but this one had me scripting a pint-sized soap opera from the second I opened it.
"They'd been rivals all their lives. One always wanting what the other had. And this times was no exception. Sophie wanted that green bauble necklace and she was going to do anything to get it, even if that meant putting ABC gum in Ava's hair. But Ava, she was on to Sophie's game. And she wasn't going to back down...not without a few good hair-pulling moves of her own."
I'm thinking that maybe there was a cuter pic where the girls didn't look like the mini-me versions of Krystle Jennings and Alexis Carrington. (That's a Dynasty reference, BTW. I heart the 80s.) If catfighting is the trend for fall, then this email nails it.
From: Yelp Subject Line: Wacarra Y. would like to be your friend on Yelp Date:Wednesday, August 5, 2009
Until today, I had just my one "friend" on Yelp (I've always been a little slow with the Social Media thing). I joined Yelp in the first place about a year ago based on a request from my hairdresser, who had just switched salons, and was looking to generate a little publicity. Today I got a "friend" request from fellow Smith-Harmon blogger Wacarra (thanks Wacarra!) and while the request email itself was totally boring (zero graphics and kinda blah copy), I got totally sucked into the friends thing once I clicked through to the Yelp site and confirmed Wacarra. I had not been aware that Yelp has the "friend finder" feature that searches your email. What really got me absorbed it was the "compliments" that you can give your friends - they have great humor in the copy (one example: You're Cool - You're so cool polar bears wear sweaters around you.). And woo-hoo! In the time it's taken me to write this blog entry, I now have a total of five friends - I feel so popular! ;)
You may have asked yourself: What is the standard email width, anyway?
Hopefully, my findings here will help you answer that question. I have gathered emails from 47 popular retailers to see what width they use for their emails.
It appears most retailers are using a width of between 600-650px for your average promotional retail email, and 650-700px for more content heavy (newsletter-type) emails.
I concur that these averages are a good standard. Here's why:
1. It's not TOO wide, so it's less likely that your subscribers will get a horizontal scroll bar when viewed at low monitor resolution and in small email window panes.
2. It's not TOO narrow, so your email won't be painstakingly long in order to fit all your content. Long emails will lose subscribers' interest (or overwhelm them). Plus, you are less likely to fit all your relevant content "above the fold" (AKA - within the preview pane vertically).
From: Things Remembered Subject Line: First Look! New Holiday Gifts Date: Saturday, July 25, 2009
From: Solutions Subject Line: Yes, Virginia, it IS Christmas in July! Shop now Date: Saturday, July 25, 2009
Wow, that time already?! A few retailers are already getting a head-start on the Christmas email rush!
Is it too early? One one hand, you can find great deals, beat the store crowds, and not worry about rush shipping charges. On the other hand, I find it a bit hard to think about Christmas in 100 degree weather - wouldn't a Halloween message be more appropriate at this time? Share your thoughts: When do you think is the appropriate time to begin holiday messaging?
When you're ready to join the Christmas bandwagon, make sure to check out Chad White's "2009 Retail Email Guide to the Holiday Season," scheduled for release in mid-August at his Retail Email Blog.
From: David's Bridal (co-brand with Shutterfly) Subject Line: Congratulations! Our Gift to You Date: Tuesday, July 21, 2009
From: Disney Movie Rewards Subject Line: Amy, Happy Birthday! 25 Bonus Points Inside Date: Thursday, June 18, 2009
From: Starbucks.com Subject Line: Let Us Treat You To a Free Pastry Date: Monday, July 20, 2009
A sure way to drive people to your website: offer an incentive! Here are 3 emails that offered me a free gift, no strings attached!
Four reasons why giving something for free can make you money:
1. Great for Customer Loyalty
I wouldn't consider unsubscribing knowing I might have another gift coming in the future. I'll also hesitate to leave an email unread per chance I may be missing another great deal.
2. Helps to Grow Your Subscriber List
Immediately after getting my gift and seeing it wasn't a scam, I was enticed to encourage others to sign up so they can get their free gift (which I did, of course - who wouldn't want a free movie?!)
3. Provides Cross Promotion Opportunities
Along the way to getting my free gift, there is the opportunity to cross promote other products and/or get me accustomed to browsing the website.
4. Get People Hooked
Give me a sample of your product, I may just find that I can't live without it!
From: Hollister Subject Line: Have you heard our new tracks? Date: July 21, 2009
Super-cool idea. Not-so-super-cool execution. The concept of creating a "lounge" on the Hollister site where Dudes and Bettys can listen to tunes is fantastic. Unfortunately, there are some glitches in the experience.
Glitch #1: When I clicked from the email, it took me to the homepage, rather than landing me in the lounge. Glitch #2: A streaming video with sound that has absolutely nothing to do with the music automatically starts playing and continues to play even when I click on one of the bands. It's chaotic. Glitch #3: I wish the album cover would pop up in the HUGE video space available on the page, rather than this dinky little pop-up window. It'd also be cool if they had a bunch of info about the band and their music influences.
On the plus side, I got to hear the entire song vs. just a snippet and they do have links to the band sites. All in all, I wish they'd dialed this experience in like they did for www.hcoridethewave.com.
From: Serena & Lily Subject Line: See what Serena hearts... Date: July 8, 2009
From: Serena & Lily Subject Line: See what Lily loves... Date: July 14, 2009
In keeping with the J.Crew email I blogged about a few weeks ago, I'm totally into this idea of hearing what the minds behind the designs are loving about their own collections. For me, it turns these emails from Serena & Lily into a mini magazine spread, like something I'd see in Cookie. They're colorful, beautiful, and short on copy. Very compelling. The Serena & Lily customer is definitely high-end and they do count a few celebrities as their biggest fans, so offering up a special deal or free shipping would feel off-brand with such an editorial-themed email, IMHO. They know who they are and they deliver that brand beautifully. I'm wondering if there aren't more brands out there that could identify a visionary in their own ranks and create a content strategy around him or her? For example, I'd love to hear from Anthropologie's creative director. I'd love to have her email me with her (or his) inspirations. What brands would you want the insider's POV on?
From: Victoria's Secret Subject Line: Thank you for your recent purchase Date: June 20, 2009
Isn't it fun when you rediscover a brand? Take Victoria's Secret, for instance. Lately, my gal pals and I can't get enough of this iconic brand. And it has nothing to do with sexy little underthings, either. (Sorry guys.) We're all about the dresses, tanks, tshirts and swimsuits featured in the summer catalog. One of my girlfriends went so far as to say that the only promotional emails she opens anymore are the ones from Victoria's Secret!
I'm not sure if they revamped their email marketing and merchandise, or what. But, whatever they're doing, it's working. What sealed the deal for me was this simple "thank you for your purchase" email. Instead of combining it with my order confirmation, they sent a separate email to just say...thanks. I loved it. Plus they gave me free shipping on my next order of $100 or more. I already have three dresses picked out.
From: DailyCandy Seattle Dedicated E-mail - Take It to the Bank Subject Line: DailyCandy Date: Monday June 22, 2009
I thought I subscribed to Daily Candy, not Daily Medicine! Ugh! While I'm fine with a beauty, retail or pop culture sponsored promotion from DC every now and again, I did not sign up with the expectation of getting ads from Chase. How did this happen!? Daily Candy built it's reputation by telling us about the opening of Spinasse and alerting us to discounts on Kate Somerville. Bank accounts? We spent all our money eating pasta and applying products to our faces. Is this "new economy" or just sponsored promo inappropriateness!?!?
From: giggle Subject Line: help us help you Date: May 28, 2009
If you ask giggle, my two cents could be worth $500! Thought this was a great incentive to get people to engage with the giggle site and start writing product reviews. Their creative is always fresh and clean, and they really do a great job of carrying their brand through every customer touchpoint, from the site to email to the store.
Total Sidebar: Not sure it was intentional, but I love the Jerry Maguire reference in the subject line. Remember that scene? "Help me help you, Rod. Help ME, help YOU."
From: Twitter Subject Line: wyatt seipp is now following you on Twitter Date: May 21, 2009
From: Facebook Subject Line: Kendal Burrell confirmed you as a friend on Facebook Date: May 10, 2009
Yes, I have a Twitter account and I guess people are following me. What that means I haven't quite figured out yet, and I think it requires that I start doing something. But, I'll get there...at some point. What I really want to talk about is how much I appreciate Twitter adding a little life to their triggered messages. I get that these emails need to be easy-to-read on a mobile, but does that have to mean boring old type without any color? Couldn't Facebook at least add the profile pic of who confirmed my friendship? Thoughts? Anybody? Anybody?
From: Abercrombie & Fitch Subject Line: New for Summer. Date: Thursday, March 26, 2009
From: Abercrombie & Fitch Subject Line: Post-Grad by Abercrombie & Fitch Date: Tuesday, April 7, 2009
From: Abercrombie & Fitch Subject Line: The Cheeky Cousin of Abercrombie & Fitch Date: Tuesday, April 21, 2009
Each Abercrombie & Fitch email I receive violates my comfort more than the last. I'm at the point of considering unsubscribing due to the graphic content. I would be curious to find out how successful these campaigns are. I can't even tell what they're advertising - 2 of the 3 don't even have a call-to-action.
Share your thoughts: Are they going too far, or does sex sell???
From: Goop Subject Line: It's Goop - DO Date: Thursday, May 7, 2009
Okay, okay, I admit it. I signed up for GOOP newsletters. Never heard of GOOP? It's Gwyneth Paltrow's lifestyle website. At first, I didn't get it. As a matter of fact, I initially mocked it, jumping on the bandwagon with other folks who, quite frankly, were excited to have something negative to say about Princess Gywneth.
But, I've noticed an inner shift in my inner aspect. (Gwyneth would get that reference.) Secretly, I look forward to her emails, and I realized today when I received the latest that I needed to come clean. In some weird way, it feels like Gwyneth is literally pulling my email address out and saying, "Oh, I think I'll email Darrah today." It's kind of like Twitter on Botox. It's all plumped up and I love it.
While at times her tone comes across a bit condescending, like she's dispelling her glorious wisdom to us simple folk who are never going to be as fabulous as her, I do believe that her intentions are genuine. And actually, she's featured some pretty impressive interviews and tips in her newsletters. Now, if she could just break loose and make it feel more like a casual conversation between the two of us...now, that'd be seriously cool.
From: Crate and Barrel Subject Line: 1,2,3 ways to save on select Wusthof and Shun cutlery Date: May 1, 2009
If you're into knives (or should I say cooking 'cause just being into knives might be a little creepy) then you'll know that Wusthof and Shun are on the cutting edge (pun intended). I love how Crate and Barrel turned a simple knife sale into something fun, interesting, clean and simple. And the texture with the lettuce at the bottom is simply gorgeous. Plus, they always have that dynamic store location in the footer. Guess they are the sharpest knives in the drawer. Okay, enough puns for one day...
From: JCrew Subject Line: Your password has been updated Date: March 26, 2009
They most certainly can. Check out this fun password change request from JCrew that I found in my archives. Talk about jazzing it up with some personality. Bravo.
From: Please add our new mailing address to your contact list Subject Line: JetBlue Airways Date: Thursday, April 9, 2009
I received this email from JetBlue a few Thursdays ago. My initial reaction: "What a gratuitous use of the channel. Overmailers! Why would JetBlue use a valuable send opportunity, asking me to (1) open and read their email, then (2) do some other boring administrative task after that, without giving me anything in return?
But maybe I am unreasonable. I'd really like to hear your opinion. Is this a wasted mail? Should it have been incorporated as a well-pronounced submessage rather than sent on it's own? Or maybe (my opinion) JetBlue should have just pumped up the "add to address book" messaging in their preheader for about a month, adding some language about the address change. Tell me what you think!
Only partially related: If you haven't seen it yet, the new JFK JetBlue terminal is finally done, and it doesn't totaly suck. It's actually quite nice. It's actually so nice compared to the frightening excuse for a temporary teriminal they had going on for a few years there. That was seriously a third-world nation experience. Anyway, if you've been avoiding flying them because of that very scary temporary terminal, avoid no more! Perhaps they should have messaged the new terminal as their primary ;).
From: Southwest Airlines Subject Line: 50% off a Mystery City Each Day Date: April 24, 2009
I love the way Southwest took a 50% off sale and made it a game. Sticking out in the inbox these days is a challenge, and this is the perfect example of how simple clever can be. Best of all, I love how they do not include the city in the subject line. It forces me to open the email. Very smart. While I'm not in the market to fly to Philly today, I can tell you this: I'm hooked. I'm already guessing about what tomorrow's city will be.
From: Perry Ellis Subject Line: Realtime Style and Updates Date: Wednesday, April 15, 2009
Perry Ellis goes all out in dedicating this email exclusively to social media. In order to receive any information on the special offer, you need to click through to Perry Ellis's facebook or twitter pages. Once there, you are able to view a variety of special offers, including promo codes, new arrival information and more. While the social media pages are interesting and include some great offers, I'm curious how this email performed since there was no direct consumer offer in the email itself. Whether you've added Perry Ellis to your network or not, this is a great example of using email to gather social media connections.
From: JCPenny Subject Line: A Special Message to You from the CEO of JCPenney Date: Sunday, March 22, 2009
From: The Limited Subject Line: Affordably Chic. Get The Fashion You Love For Less! Date: Monday, March 23, 2009
Relevancy is an important part of email. Relate to your audience, anticipate their needs, and you will find astonishing results. In tough economic times such as these, why not emphasize what you can do to help your subscribers? Like JC Penny & The Limited: sending out a friendly reminder that you can still get quality products without emptying your wallet.
There are many more emails out there similar to these examples. This type of messaging could also be a good opportunity to provide a discount.
From: Coach Subject Line: have you seen it? the new coach.com Date: Monday, April 4, 2009
Coach.com announced their website revamp via email this morning. In contrast to the very focused approach taken by Williams-Sonoma in 2008, Coach's message is an explosion of screenshots and pink. While I could go on about the lack of standard logo and navigation, the unfortunate, not-so-easy-to-read tiny graphical text and the endless scrolling, that would just be boring. By now, we've all taken a trip on the best practices train to 516 W34th Street and back. (Check out our Email Insider "Break the Rules" article for more on this topic.) What I like about this email is that while it's absolutely overflowing with content and screengrabs, it's also overflowing with enthusiasm and excitement. I get the sense that Coach is excited about the new coach.com, and therefore, so am I. As an email viewer, do I have the patience to actually squint through the fine print and all the little screenshots? Not so much. But I am inspired to click through and check out the new website (and I'm not really even a Coach shopper), so in essence, this email has more than done it's job.
I like to make this analogy: a promotional retail email should act like a retail store window. It needs to be compelling enough to bring passers-by inside.
From: Victoria's Secret Subject Line: One Day Only! 20% Off Your Order of $50+ Date: March 31, 2009
From the subject line to the preheader to the focused design and copy, I just love this email. Maybe it's because my apartment is cluttered with moving boxes that I am craving the clean and simple, but right now, I'm really appreciating the retailers who are sticking to a main story and doing it right. Thanks for the email, VS. I'll be shopping.
From: Crate & Barrel Subject Line: Now manage your Gift Registry with fun, new Visual Cart Date: Tuesday, March 17, 2009
I find Crate & Barrel very inspiring when it comes to new design ideas and features. I have to give them props on this new feature they have added to their website. In a nutshell, when you add items to your cart, they appear in a row at the bottom of the browser at all times as you continue to browse the website.
I do, however, have to say that I didn't love the email announcing this feature. I felt it was too text heavy and that that the images weren't the best representation of where the feature will appear in the browser. I had to go to the website and try adding something to my cart in order to understand the process (which maybe isn't terrible because they got a "click", but I doubt every user would take the same initiative).
I would suggest keeping the copy short and simple: one paragraph. I would also show one image of the entire browser window with a "zoom-in" box on the new feature.
From: Sephora Subject Line: Do It Yourself - and save! Date: March 3, 2009
Just like a lot of folks out there, I'm making calculated choices about where I spend my cash these days. So how can marketers reach a gal like me who's holding tight to her credit card? Give me a reason to spend money so that I save money. Case in point, this super fun email from Sephora. I scrolled the whole way down and purchased a couple of things off this DIY list. They even highlight the salon price for each service and compare it to the Sephora DIY price. Very clever, very timely, very creative. IMHO, this is the perfect example of how marketing to the masses via recession-minded tactics can come off smart, not sneaky.
From: abercrombie Subject Line: get the coolest fleece by christmas. Date:Thursday, December 11, 2008
From: abercrombie Subject Line: winter coats to keep you warm. Date:Thursday, October 30, 2008
From: abercrombie Subject Line: classic fleece to keep you warm. Date:Thursday, October 9, 2008
From: abercrombie Subject Line: classic fleece to keep you warm. Date:Thursday, September 4, 2008
From: abercrombie Subject Line: get the coolest new looks for fall. Date:Thursday, September 18, 2008
Since I started subscribing to abercrombie kids email, I've been seeing the same girl and boy models over and over. This isn't too strange--some of my favorite brands like Free People and Anthropologie also feature familiar faces across multiple creatives. What's baffling about these abercrombie photos is that it's the same kid, wearing the same thing, in the same location--sometimes even the same photo used again and again? Why is this? Is the boy just so adorable in this flannel shirt that he generates more click-throughs than displaying a variety of clothing or range of environmental shots?
This isn't the first time we've been baffled by Abercrombie & Fitch's email creatives, as you can see in other entries. Are they going for irony? Are they being lazy? Does this approach really work? We're not sure. If anyone has any insight, please tell us...why??
From: Smith-Harmon Subject Line: Retail Email Year-End Trends for 2008 Date: January 6, 2009
If you're in the midst of planning your 2009 email marketing strategy, this free reportlet from Chad White, Smith-Harmon's research director, is a definite must-read. It's packed with stats, trends and charts about the overall retail email volume, frequency and timing among the top online retailers in 2008. Want to know which days of the week were most popular to send retail emails? Interested in the top 20 retail email days of the year? Ready to learn what the SECOND biggest retail email season was, behind Christmas? Fasten your seatbelt and get ready for a few surprises.
From: Tommy Bahama Subject Line: Relax Date: January 5, 2009
I love the imagery and sentiment of this Tommy Bahama email, which hit my inbox today. On the plus side, it totally makes me want to plan a mid-winter escape to some place warm and sunny. On the down side, I think they should have dropped the "spirit of the season" idea and focused on "Happy New Year". The holidays are definitely over, so the copy of this email feels a little late to the party. Kudos to the subject line though, which simply says: Relax. The perfect mantra for the first back at my desk.
From: Smith-Harmon Subject Line: Chad White's Cyber Monday Report Date: December 5, 2008
Online retailers put a lot of bank behind Cyber Monday this year, and the big question is: Did it pay off? That's a big ole YES from Chad White, Smith-Harmon's new Research Director. His latest FREE reportlet, Cyber Monday Sees Record Retail Email Volume is packed with much more than just retail email volume and messaging stats. This 11-page gem gets into a full-on discussion of messaging trends with creative samples.
I L-O-V-E Sephora's version of last year's Elf Yourself. Talk about creative. From start to finish, it's a seamless experience that even the most tech-challenged girl can navigate with ease. Here's the skinny: After you've uploaded a pic of yourself, you go through a series of steps where you outline your eyes, mouth and face shape. Sounds complicated, but trust me, they've made it blonde-proof. (It's okay, I can say that because I'm a blonde.) Once you've finished with the outlining, the real magic begins. Within seconds, you have four fun and fabulous looks to choose from: Smokey Sugar Plum, Merry Berry, Santa's Little Temptress and O, Tannen-Babe. It's your face all glammed up in four festive ways, complete with eye shadow, mascara, gloss and more. All that's left is for you to add a personal message and send it on to your fellow glamour gals. You'll get a sweet little email that lets you know your Mistletoe Message has been sent, and best of all, the savvy team at Sephora includes a promotion code in the confirmation email for a free set of lashes or a sample size of Sephora Lip Attitude with any purchase. Simply brilliant.
Want to see my Mistletoe Makeover e-Card?
Check it out here.
From: Abercrombie Subject Line: winter coats to keep you warm. Date: October 30, 2008
From: Abercrombie Subject Line: layer-up in classic style. Date: November 6, 2008
I'm having a little trouble figuring out Abercrombie's latest email campaign. Maybe someone can help me sort it out.
The first email shown here has the subject line: winter coats to keep you warm. But, ummm, the email features a plaid flannel shirt. I guess it would be ironic if the guy happened to be naked or something, but he's not. So it just looks odd. Although, the links do make sense: Boys Outerwear and Girls Outerwear. At first, I thought it was just a production error, like maybe the wrong file was sent or something, until I received the second email and I realized they're trying to be ironic.
The second email's subject line is layer-up in classic style., which uses a hyphen incorrectly, but that's not really the issue, so I'll move on. The hero image features a guy with no shirt on, albeit he does have a short-sleeve tee draped over his shoulder. So, what exactly is he layering here? I guess it's ironic, but does it really sell the clothes? Maybe on a huge billboard it does, but in email when the whole objective is to get people to click through, does it work? The thing that's too bad is that the link to Boys Knits goes to some cool long-sleeve knit pullovers, tshirts, etc. IMHO, it would have been good to show at least a few products to tell the story and spark someone's interest enough to click the links. The way it is now, you really have to be a die-hard Abercrombie fan to be interested enough to click through.
It's election week: Let's put it out for a vote. Check out the two emails and share your thoughts. But remember this: It's like rain on your wedding day, a free ride when you've already paid, and having 10,000 spoons when all you need is knife. That's ironic, don't you think?
From: Michael Stars Subject Line: New Breast Cancer Charity Tee Date: October 7, 2008
In the last few weeks, I've received quite a few emails from retailers with a Breast Cancer Awareness message as the main story. This really got me thinking about the whole idea of cause-related marketing and whether or not it can actually drive sales.
Lo and behold, I received a blog posting on October 15th from MediaPost.com that talked about this very topic. Here's a slice of the story:
According to the 2008 Cone/Duke University Behavioral Cause Study, released recently by Cone and Duke University's Fuqua School of Business, cause-related marketing can exponentially increase sales, in one case as much as 74%, resulting in millions of dollars in potential revenue for brands.
Gets you thinking, doesn't it? What if every company found a way to include a cause-related message once a month, rather than once a year? In addition to driving sales through the roof, just imagine all the good we could do. Food for thought.
Read the full blog posting on cause-related marketing at MediaPost.com.
From:JetBlue Subject Line: Low, lower and lowest...Our BIG fall sale is here! Date: July 28, 2008
Feeling a little low on the creativity scale today, I decided to dig through my email archives to find a gem of inspiration. This JetBlue email is an oldie but goodie. It came out this summer amidst a flurry of emails where everyone was screaming SALE, SALE, SALE! What I love about this email is that they found a clever angle and made the sale messaging interesting. The body copy says: Our CFO is away. It's time for a sale. Book now before he gets back on August 6th! In reality, the CFO probably knew about the sale, but I just loved imagining the CFO coming back from vacation and everyone snickering behind his back because they pulled off the ultimate inside job. Finding unique ways to spin played-out content is a sure-fire strategy for grabbing your subscribers' attention. The only miss for me on this JetBlue email is the subject line. IMHO, the SL is a window into the content of the email. So, if you have a witty email, then use your SL to give subscribers a sneak peek into your creative genius. Not only did the JetBlue SL call this a Fall Sale when it was only July, but it also left out the whole fun-factor story about the CFO being on vacation. My SL suggestion? Our CFO is on vacation – flights starting at $39!
From: Bloomingdale's Subject Line: Rock With Motorcycle Boots + Free Shipping. Date: September 20, 2008
From: Piperlime Subject Line: Rock out! Biker boots and bags are in. Date: September 30, 2008
Trend alert! Looks like all you rocker chicks and wannabe biker babes can rejoice in this season's biggest trend. Within a little over a week, I received these two emails from Piperlime and Bloomingdale's. I think Bloomingdale's showed a killer breadth of assortment, but Piperlime nailed the copy and showed off the handbags to complete your look. They also had a strong secondary shoe message for the shoe gal who's a little more Mad Men vs. Rock of Love. Bloomingdale's, on the other hand, went with Children's Clothing as their secondary. Hmmmm. Seems like a missed opportunity there. It's a tough call, but I think I'm going to have to go with Piperlime for overall execution. Rock on.
From: Apple Subject Line: The new iPod touch. Game on. Date: Thursday, September 11, 2008
Normally, I love just about everything Apple sends me, but this email left me speechless and a little disappointed. What did it to me? The headline: iPod Touch. The funnest iPod ever. Really? With all the creative genius coming out of Apple, that's the only word they could come up with? Funnest!?! I get that language evolves and that non-words become words over time simply because we use them in our everyday conversations. I also totally get that in today's TXT world, it's cool to ditch the grammar we learned in school and go straight for the slang. But, funnest? IMHO, the writer could have at least tried to make it relevant by using the word fun as a comparison. So maybe other iPods are fun, but iPod Touch is the funnest. I could have played along with that, but this just missed the mark for me. On another note, the subject line totally reeled me in with The new iPod touch. Game on., and the body copy did its job by supporting the SL with The new, ultrathin iPod touch was born to play. Tilt, tap, shake, and swipe your way through stunning 3D games and applications. It's just that headline. Sorry, Apple. I still love you, though. Write soon.
From: Piperlime Subject Line: Brown bag it. Date: August 21, 2008
Piperlime writers get to have some serious fun with their copy. They have developed a really strong brand voice and I love that they keep it dialed with every email. Last week, as I sifted through my cluttered inbox, this particular subject line jumped out at me. Maybe it had something to with the fact that I'm looking for a brown handbag or maybe it just brought back fond memories of school lunches (and considering it's back-to-school time this SL is even more appropriate). Either way, it got me. So I opened the email. While the headline fell a little flat for me because it didn't support the subject line sentiment, the body copy was right on – Nothing says fall like a gorgeous brown bag. I agree, Piperlime.
From: Netflix Subject Line: We're Sorry DVD Shipments Are Delayed Date: August 14, 2008
From: Netflix Subject Line: We're sorry your DVD shipment was delayed Date: August 15, 2008
No, you're not seeing double. I received these back-to-back customer service emails from Netflix last week. Seems their shipping system was on the fritz, so they took action by stepping up to the inbox not once, but twice to simply say sorry.
At a time when prices are rising and savvy consumers are fine-tuning their buyers' intuition, it's in every retailer's and service provider's best interest to upgrade their personal, one-to-one interactions with their customers. Taking a few extra minutes and a few extra dollars to keep 'em feeling attended to is well worth the investment. IMHO.
My only copy critique is that they should have switched up the subject lines a tad more. I almost didn't open the second email because I thought it was simply a repeat. Lo and behold, it spelled out specifically what Netflix was doing to make up for the mishap; they were giving me a 15% credit on my bill! Pretty major, right? Something like "We're giving you a 15% credit for DVD delay" as the subject line would have done the trick and let me know that it was a follow-up to the first email.
One more little edit is about the casing in the subject lines; one used headline casing and the other used sentence casing. I've never seen any stats on one being better than the other, so it's more of a style consistency thing. Basically, pick a side and plant your feet.
From: J.Crew Subject Line: With our apologies... Date: Wednesday, July 30, 2008
I have had some dramatically bad experiences at jcrew.com over the past month. I appreciate that they sent out an apology; I did not get one from the Gap when their site didn't work on Safari for months last year. Two recommendations for improvement: (1) I'd love to see signatures from Millard and Tracy. It would make it feel so much more personal. (2) I want an incentive to revisit after my difficulty. I wonder whether - once the issues are resolved - J.Crew will send a discount code to entice the disappointed to return?
From: Bliss Beaut-e-mail Subject Line: scared to tan-it-yourself? Date: Monday, July 21, 2008 See the email > BTW:Dude, use HTML text, especially when your graphical text already looks like HTML!
I like how Bliss embeds product promotions into a useful how-to in their "scared to tan-it-yourself?" mail pictured here. Adding the expert photo brings some personality to the advice...although Donna's not looking particularly bronze. And despite the editorialization, I still find self-tanning a scary proposition ;)!
From: Starbucks.com Subject Line: Starbucks Card rewards are waiting for you Date: Tuesday, July 1, 2008
From: Amazon.com Date: Depends on Prime Sign-up Date
Notably difficult to depict are the ephemeral benefits that come with products like gift cards and membership subscriptions. Starbucks does a lovely job with this mail promoting their souped-up Rewards Card. The simple three-column structure, illustrative photography and concise text communicate the new rewards clean and clear. Starbucks' big challenge with email, of course, is tracking effectiveness, as emails drive customers to retail locations rather than trackable URLs.
Speaking of ephemeral benefits, Amazon.com also does a lovely job outlaying the perks of Prime membership here. Have you tried the program? I checked it out and got addicted to ordering stuff like shampoo.
From: west elm Subject Line: See the chicest new sofa in town Date: Tuesday, February 5, 2008
User-generated content and product reviews are popping up in email more and more, with reports of success, proving that we do want to hear what people like us have to say about the brands and products we shop. But what to do if you're just not there yet technically, and/or you're a more aspirational/less democratic brand?
west elm has found good ground by including quotes and images of people like us (only perhaps slightly cooler!?) in their emails and catalogs. Alex brings personality and perspective to this mail, no Web 2.0 required. I actually read her quote, spending perhaps 10 seconds more with this message than I otherwise might have.
From: shopbop.com Subject Line: Busy Girls Need Fabulous Clothes Date: Friday, December 7, 2007
I like how shopbop contextualizes their product here, diary-style. For the girl who dreams of days floating from one retail location to another, properly-attired...
From: Neiman Marcus Subject Line: Fabulous stationery + test your thank-you writing know-how Date: Monday, January 1, 2007
I really like this message from Neiman Marcus. It's timely: we all have thank-you notes to write, don't we? It's engaging: we all want to know the "right" time to send those notes, don't we? It's brief: I think they featured the right amount of content. This isn't a hugely long email newsletter about thank-you note writing that we don't have time to read. It's an easy-to-digest quiz question that clearly prompts us to click through for satisfaction. (I did!)
One recommendation for improvement: use a clearer headline. "In a word" is cute, but basically meaningless and easy to gloss over. Instead, feature "How soon should you send a thank-you note?" in the large pink type. I guarantee it will improve click-through.
This season, apparel retailers have struggled with how to acquaint customers with a bevy of new and novel styles including skinny jeans and winter shorts, as well as trapeze tops, dresses and coats. As the leaves collected in enormous piles in the yard, "How To" EDM campaigns collected in my email inbox. Banana Republic produced a number of these "How To" campaigns, and I think they did it well. They provided quick, digestable tips (avoiding the temptation to write paragraph-upon-paragraph that no one will read), which, combined with illustrative photos, made casual, work and evening trends easy and accessible.
I feel like Banana's fashions are rebounding a bit after several suck-out seasons. I bought something there for the first time in ages this month - a "wool military caplet." It wasn't inspired by the "How To" campaigns, so I can't attest to their effectiveness, but I rather like the sweater.
On an unrelated note: is anyone else sick of these two models? I'm sure they're nice girls, but I'm tired of seeing them in every campaign. I see these gals more often than I see my actual friends and family...Although perhaps that says something more about my at-the-computer:away-from-the-computer ratio than it does about Banana Republic's model variety.
From: BananaRepublic.com Subject Line: Fall's best new silhouettes are here... Date: Tuesday, September 19, 2006
From: BananaRepublic.com Subject Line: How to wear the season's chic new layers Date: Tuesday, October 10, 2006
From: BananaRepublic.com Subject Line: Defining your work style + the classic pump Date: Tuesday, October 24, 2006
From: BananaRepublic.com Subject Line: Dress the part(y): petite going-out looks for every occasion + evening shoes.. Date: Tuesday, November 7, 2006
From: Coach.com Subject Line: Spring Blooms for Mother's Day at Coach Date: Monday, May 1, 2006
From: Sephora Beauty Editors Subject Line: Perfect Brows: A How-To Guide Date: Tuesday, May 2, 2006
From: Room & Board Subject Line: Room & Board from coast to coast Date: Wednesday, May 3, 2006
In order to offer customers helpful information, establish their voices as authoritative, and (at the end of the day) hawk product, retailers have been putting lots of effort into creating long-winded, text-heavy Email Newsletters. In most cases, I do not recommend sending these types of messages for two main reasons:
1) The email inbox is a "fast and furious" locale. When we log into our email, we do so to dash off a quick message. When we want to read an article, we pick up a magazine or visit a website. Email isn't the right environment for content-heavy advertising.
2) Newsletters require lots of time and money to produce. A simple, graphical "Free Shipping" or "Sale" message will pretty much always drive more revenue than a newsletter, so why not send one of those instead?
This Coach.com Newsletter is the perfect example of what not to do. The folks at Coach flatter themselves if they think people want to read ad blurb after ad blurb. Folks will consult "In Style" or "Lucky" magazines (which are generally perceived as neutral third-party authorities) for this kind of information. For Coach, showing larger images of each product would be more aesthetically pleasing, more informative, and I would venture, more profitable. I would recommend separating the topics featured here - "Whites", "A Fruitful Season" and "Techno Savvy" - into three separate email messages, each featuring large product shots and a sentence or two at maximum. Also, on a technical level, this newsletter suffers from the same deficiencies noted in my April 5 entry.
The Sephora Newsletter at least attempts to present useful information rather than just describe what's for sale. They've done a really nice job integrating pointers with product; I admire this email for it's content quality and organization. Still, I believe we'd rather read this type of article in "Vogue" or at a makeup artist's website. I'd recommend sticking to a simple, product photography-based email message that perhaps links to an article like this, or even better, links to a multi-buy landing page that allows us to put any number of these products into our shopping basket with a single click.
Last but not least: Room & Board. If you're going to send an Email Newsletter, this is really the right amount of content to present. Rather than overwhelming us with tons of text, Room & Board chooses a theme - "American Craftsmanship" (which at the moment is taking a serious hit from low-priced foreign manufacturers) - and offers us simple intros to full-length topical articles hosted on their website. Again, I doubt many direct sales will result from this type of message, but at least Room & Board has delivered something manageable and coherent.
All of that said, next time you're considering producing an Email Newsletter... just send a "Sale" message instead ;).
From: PETCO
From: The Container Store 
From: Patagonia 
From: Patagonia 
From: giggle 
From: west elm
From: French Connection
From: Moosejaw
From: Disney Movie Rewards
From: Victoria's Secret
From: west elm
From: Fandango
From: CB2
From: net-a-porter.com
From: BananaRepublic.com
From: The Zoe Report
From: MobileMe
From: west elm
From: Zappos
From: Staples
From: Moosejaw
From: Bluefly 
From: Anthropologie
From: ENTERTAINMENT WEEKLY Magazine
From: The Zoe Report
From: Saks Fifth Avenue
From: Shutterfly
From: Old Navy
From: The Container Store
From: Free People
From: Hollister
From: Forever21
From: Ann Taylor 
Setting aside the fact that Whole Foods is probably not the most economical place to shop, I still feel somehow healthier when I buy my food there. I just signed up for their emails yesterday, and while the Welcome letter was a little boring, I'm loving their newsletter! Here's what I heart about it:
From: Crewcuts
From: Yelp
From: Things Remembered
From: Hollister
From: Serena & Lily
From: Victoria's Secret
From: DailyCandy Seattle Dedicated E-mail - Take It to the Bank
From: giggle
From: Goop
From: Crate and Barrel
From: Please add our new mailing address to your contact list
From: Southwest Airlines
From: JCPenny
From: Coach
From: Victoria's Secret 
From: Crate & Barrel
From: Sephora 
From: Tommy Bahama 
From: Smith-Harmon
From: Sephora 
From: Abercrombie
From: Michael Stars
From:JetBlue
From: Bloomingdale's
From: Apple 
From: Piperlime
From: J.Crew
From: Bliss Beaut-e-mail
From: Starbucks.com
From: west elm
From: shopbop.com
From: Neiman Marcus
From: Coach.com
